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Electrolux to spend Rs 10 cr on Allwyn Sensor promotion

09-March-2001
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Electrolux to spend Rs 10 cr on Allwyn Sensor promotion

Electrolux India Limited is to spend Rs 10 crore on promotional advertisement for its newly launched brand Allwyn Sensor. The advertisement package for the Allwyn Sensor is targeted at a wide cross section of quality-conscious first-time buyers, for whom the refrigerator is a long term investment.

The focus of communication is on "Future fit, All time hit", which is in tune with the long term positioning of Allwyn as ``Built for the future.'' Electrolux India is positive that this new Sensor range will bring in a new face to the Allwyn brand, boosting its image and reviving its place in the minds of customers.

Allwyn is a growing brand in the Indian refrigerator market with a current market share of 6.3 per cent and it aims to achieve a 10 per cent market share in the direct cool segment.

The revolutionary design of the Allwyn Sensor includes some first time unique features in the single-door range of refrigerators in the country, like the new Sigma door design with the door open alarm, the compressor and power on off indicator and a digital alarm clock.

The Sensor, which has two models, Eternity and Infinity, has also got features like humidity control vegetable basket, removable folding utility shelves. The new Eternity and Infinity have been designed specially for the Indian market at Electrolux Design Centre in Stockholm and manufactured at the Allwyn factory in Nandalur.

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